WaterLase – the latest advancement in high tech dental procedures. Previewed on CNBC, the benefits of WaterLase outstrips those of the traditional drill-and-needle technology, culminating in better treatment for patients by dentists.
So what is exactly WaterLase? Simply, by combining energy with water, the result is a unique wavelength that can cut both hard and soft surfaces such as teeth and gum tissue. But how is this any different from the traditional drill-and-needle technology?
That’s exactly what I did over a dozen years ago when I got my first marketing project in the dental industry. Before I start a project, I try to really understand my topic. I was trying to focus deeply on exactly what a dentist does, something more than the ordinary “they fix teeth.” I thought and thought and couldn’t settle on the essence of a dentist.
I may be foolish at times, but never will I intentionally allow myself to look stupid. I have a colleague who buys every hot tool, technology or gizmo the first day it is available. He doesn’t just buy it; he shows it off. “Hey, Joe, look what I just got.” My response is always mediocre at best. And my rule is that I never touch it, pick it up or try to use it in front of him; simply because I don’t want to look ignorant in front of him. He loves these gadgets, no matter how complicated they seem. I still have difficulty setting the date on my Timex watch.